Friday, August 01, 2014

Radikal foods announce Rice to Riches - Season 2

Posted On : December 27,2013

Radikal Foods Ltd, one of India’s leading domestic and international players in premium basmati rice, plans to roll out the second edition of its prestigious and the most awaited amateur cooking competition 'Radikal Rice to Riches-Season 2'.

An Interesting, nationwide consumer connect initiative to unleash the chef in you. The winner for Rice to Riches-Season 2 will get a chance to showcase their cooking talent on one of India’s leading entertainment channels.

Overwhelmed by the huge response from consumers across the nation last year on India’s largest Consumer Connect Programme “Rice to Riches”, Radikal has yet again added another feather in its cap by not only expanding the overall footprint of this campaign in India but also by introducing India’s most renowned chef Nita Mehta as its Brand Ambassador.

Chef Nita Mehta would be a part of this interesting campaign and will encourage the participants at select locations; also she will share her healthy rice making tips with them.

The new Rice to Riches-Season 2 is going to commence on 29th December and is sure to evince great response from participants across India. Consumer across the nation registered themselves for the cooking challenge at various shortlisted RWAs/Retail outlets in the selected cities or online.

Consumers could participate in the contest by registering themselves at various shortlisted RWAs/Retail outlets in the selected cities and online at www.radikalway.com.

The winner will be selected by a panel of esteemed jury members including a renowned chef designated by Radikal for the Final event at Pan- India level.

The winner will be awarded the title of India’s Most Healthy & Active Family and will also get chance to win a mega prize in Radikal Rice to Riches-Season 2 – The Ultimate Active Family Cook off Contest.

Speaking on Rice to Riches - Season 2, India’s biggest consumer connect programme Mr. Siddharth Chaudhary, Managing Director, Radikal Foods Ltd said, “Radikal Rice to Riches is a one of its kind of initiatives taken by Radikal Foods where over thousands/ lakhs of consumers participates to fulfill their dream to become the celebrity chef. Rice to Riches season I, drew a tremendous response from approx. 500 RWAs across 8 cities, touching the lives of approx. 2 lac consumers which has encouraged us to plan a bigger and larger format of Radikal ‘Rice to Riches’- Season 2 with the endeavor to reach out and discover the best cooking talent of more cities and towns”.

He further added, “We are starting with season 2 of Radikal Rice to Riches on 29th December 2013. We are hoping to receive an overwhelming response from the home chefs across the country as compare to last year. With such a unique concept, we are trying to touch the lives of the common man by giving them an opportunity to bring out their best culinary skills, and for bringing a positive change in their lives by introducing healthy and nutritious rice to their kitchens. We are confident that with Radikal Rice to Riches we will further strengthen our presence in the Rice segment. We are also proud to associate our brand with the culinary expert and renowned chef Nita Mehta and welcome her to Radikal Family.”